Auto seat design uses old process that is slow and unreliable. Virtual seat design is available to update the industry for speed and driver comfort.

1. ERL LLC
January 27, 2011

2. 2

3. GM CEO Dan Akerson
wants to speed up
vehicle development!
3

4. Can vehicle
development speed
up using a classical
industrial design
iteration process and
1960’s tool for seats?
4

5. The Speed Dilemma!
OEM’s Design
Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 5

6. The Speed Dilemma!
OEM’s Design
Production Car
Patents: US #6,840,125, US #7,047,831, US #7,347,114,
US #7,797,138, EU #1019693 & Patents Pending
6

7. The Speed Dilemma!
Suppliers
develop seat!
OEM’s Design
Production Car
Patents: US #6,840,125, US #7,047,831, US #7,347,114,
US #7,797,138, EU #1019693 & Patents Pending
7

8. January February March April
May June July August
September October November December
January February March April
May June July August
September October November December
8

9. Why does the
Supplier, not the
OEM, design the
seat?
9

10. The Culture
Process has always lacked
tools, and tools first developed
in 1960s have been incorporated
in industry standards and
government regulations.
10

11. 11

12. “Oscar” in Design Position
12

13. What does Design Position define
in the interior architecture for the seat?
‣ Seating Reference Point: Oscar’s “hip”
13

14. What does Design Position define
in the interior architecture for the seat?
‣ Seating Reference Point: Oscar’s “hip”
‣ Oscar’s Back Angle
14

15. What does Design Position define
in the interior architecture for the seat?
‣ Seating Reference Point: Oscar’s “hip”
‣ Oscar’s Back Angle
‣ Seat Travel (fore-aft, up-down, tilt)
15

16. What does Design Position define
in the interior architecture for the seat?
‣ Seating Reference Point: Oscar’s “hip”
‣ Oscar’s Back Angle
‣ Seat Travel (fore-aft, up-down, tilt)
‣ Controls position and travel
16

17. What does Design Position define
in the interior architecture for the seat?
‣ Seating Reference Point: Oscar’s “hip”
‣ Oscar’s Back Angle
‣ Seat Travel (fore-aft, up-down, tilt)
‣ Controls position and travel
‣ Head Restraint & vision “eyellipse”
17

18. What does Design Position define
in the interior architecture for the seat?
‣ Seating Reference Point: Oscar’s “hip”
Where’s the seat?
‣ Oscar’s Back Angle
‣Seat Travel (fore-aft, up-down, tilt)
‣ Controls position and travel
‣ Head Restraint & vision “eyellipse”
18

19. OEM Seat Supplier
19

20. OEM Seat Supplier
20

21. H-pt
OEM & First
Test
Supplier Iteration Driver
Comfort
Test
21

22. 5+
Iterations
22

23. Production
Design
Iterations
OEM Seat Supplier
23

24. Sales Volume
Production
J. D. Power
Consumer Reports
OEM Supplier Consumer
24

25. 3+ Years
OEM Consumer
25

26.  Physical Iterations are:
 Slow
26

27.  Physical Iterations are:
 Slow
 Expensive
27

28.  Physical Iterations are:
 Slow
 Expensive
 Unreliable
28

29.  Physical Iterations are:
 Slow
 Expensive
 Unreliable
 Difficult for process to learn lessons
29

30. Culture change
is hard & painful!!!
30

31. Culture change
is hard & painful!!!
Change occurs when
VALUE ($) > PAIN ($).
31

32. Analysis shows process is
unreliable for many drivers
32

33. 2/9/2011
33

34. Seating Comfort by Manufacturer
10
9
8 LM
Math Seating Comfort Score
Total
7
6 SF
SF
5
4 MM
3
LM
2
1
0
06 BMW 07 BMW 07 Audi 09 Fiat 06 VW 06 Saab 06 05 06 Ford 08 Toyota 07 Honda
X3 328xi A4 500 Passat 9-5 Chevrolet Chrysler Escape Prius Fit
HHR 300
34

35. Seating Comfort by Manufacturer
10
9
8 LM
Math Seating Comfort Score
Total
7
6 SF
SF
5
4 MM
3
LM
2
1
0
06 BMW 07 BMW 07 Audi 09 Fiat 06 VW 06 Saab 06 05 06 Ford 08 Toyota 07 Honda
X3 328xi A4 500 Passat 9-5 Chevrolet Chrysler Escape Prius Fit
HHR 300
Europe
35

36. Seating Comfort by Manufacturer
10
9
8 LM
Math Seating Comfort Score
Total
7
6 SF
SF
5
4 MM
3
LM
2
1
0
06 BMW 07 BMW 07 Audi 09 Fiat 06 VW 06 Saab 06 05 06 Ford 08 Toyota 07 Honda
X3 328xi A4 500 Passat 9-5 Chevrolet Chrysler Escape Prius Fit
HHR 300
Europe US
36

37. Seating Comfort by Manufacturer
10
9
8 LM
Math Seating Comfort Score
Total
7
6 SF
SF
5
4 MM
3
LM
2
1
0
06 BMW 07 BMW 07 Audi 09 Fiat 06 VW 06 Saab 06 05 06 Ford 08 Toyota 07 Honda
X3 328xi A4 500 Passat 9-5 Chevrolet Chrysler Escape Prius Fit
HHR 300
Europe US Japan
37

38. Driver says:
“cushion - a little long”
ERL Patents: US
#6,840,125, US#7,047,831, US#7,347,114, US
#7,797,138, EU #1019693 & Patents Pending
38

39. Driver says:
“cushion - a little long”
“head rest - a little hard
to move, orientation bad”
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
39

40. Driver says:
“cushion - a little long”
“head rest - a little hard
to move, orientation bad”
“too close to steering
wheel”
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
40

41. Driver says:
“cushion - a little long”
“head rest - a little hard to
move, orientation bad”
“too close to steering
wheel”
“back rest lateral too low
and are pushing my arms”
Driver Score 7.0/10.0
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
41

42. Design Position Error:
Seat height was too high for small females.
Original Design Position
Heel didn’t touch floor.
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
42

43. In process, seat height
was corrected but in development process,
seat length, head restraint and wings were not.
Production Vehicle
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
43

44. Head restraints and frames
can create discomfort for shorter drivers
(up to 60% female and 25% male drivers).
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
44

45. Math comfort scores
show inconsistency in cars
for small, average, and large drivers.
Range of Math Comfort Scores
Total Vehicle Small Female Average Male Large Male
Ave. 8.7 6.9 9.0 8.0
Pontiac G6 Chrysler T&C Pontiac G6 Toyota Prius
Worst
7.7 4.7 7.9 6.5
Cadillac CTS BMW 530 Cadillac CTS Buick LaCrosse
Best
9.3 8.3 9.7 8.9
45

46. Math comfort scores
show inconsistency in cars
for small, average, and large drivers.
Range of Math Comfort Scores
Total Vehicle Small Female Average Male Large Male
Ave. 8.7 6.9 9.0 8.0
Pontiac G6 Chrysler T&C Pontiac G6 Toyota Prius
Worst
7.7 4.7 7.9 6.5
Cadillac CTS BMW 530 Cadillac CTS Buick LaCrosse
Best
9.3 8.3 9.7 8.9
Math scores accurately predict
subjective scores with correlation of 0.8.
46

47. Change process to meet
these goals with virtual
seat design
47

48. In 2003,
“I’d like to understand why
{vehicle X} just feels so “totally
right” the minute you slip into
the seat, get feet on
pedals, and grab the wheel.”
Bob Lutz – Retired Vice Chairman of General Motors
48

49. Virtual seat design
optimizes “totally right” for
all drivers to shorten
development time and
reduce expenses for the
manufacturer.
49

50. ERL Patents: US #6,840,125, US #7,047,831, US #7,347,114,
US #7,797,138, EU #1019693 & Patents Pending
50

51. The seat is as essential as
the steering wheel and
needs to be an integral
part of the data that define
the interior of the car!
51

52. Production
Specifications
OEM Supplier
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents Pending
52

53. Production Score = 4.8 ERL Virtual Score = 7.6
ERL Patents: US #6,840,125, US #7,047,831, US #7,347,114,
US #7,797,138, EU #1019693 & Patents Pending
53

54. 54

55. Production Score = 7.4 ERL Virtual Score = 8.9
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 55

56. 56

57. 1. Population: Drivers
2. Seat: Biomechanics & Comfort
3. Ergonomics: Driving Task
57

58. Erect (E)
Vision
Neutral (N)
Slumped (S)
Small Female (5th %)
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents 58
Pending

59. Erect (E)
Vision
Neutral (N) Controls
Reach
Slumped (S)
Small Female (5th %)
Medium Male (50th %)
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents 59
Pending

60. Erect (E)
Vision
Neutral (N) Controls
Reach
Legroom
Slumped (S)
Small Female (5th %)
Medium Male (50th %) Large Male (95th %)
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents 60
Pending

61. Small Large
Indian American
Woman Male
ERL Patents: US #6,840,125, US #7,047,831, US #7,347,114,
US #7,797,138, EU #1019693 & Patents Pending
61

62. The iterative seat design
process struggles to
optimize drivers’ needs in
one seat for all drivers.
62

63. Head Restraint for Safety
Regulations creates
slumped posture.
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 63

64. Head Restraint for Safety
Regulations creates
slumped posture.
Biteline pushes driver
into slumped posture.
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 64

65. Head Restraint for Safety
Regulations creates
slumped posture.
Biteline pushes driver
into slumped posture.
Seat length for tall
and short drivers.
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 65

66. Chest
Lumbar
Load-Bearing
Thigh
Buttocks
Regions
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 66

67. Head
Restraint
Top of
Seatback
Bottom of
End of Seatback
Cushion
Seat Contact
Regions
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents Pending
67

68. Head
Restraint
Top of
Seatback
Chest
Small Female
Lumbar
End of Bottom of
Cushion Seatback
Thigh
Buttocks
Load-Bearing Region in Seat
Seat Contact Region in Seat Large Male
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending 68

69. Large
Right/Left
Slumped
Hand Reach
Curves
Male
Head Restraint
for 202a
Line of
Sight
Small Erect Female Track Angle &
Seat Position Large Slumped Male
ERL Patents: US #6,840,125, US #7,047,831, US
#7,347,114, US #7,797,138, EU #1019693 & Patents
Pending
69

70. Controls Package Seat Driver & Passengers
Design Position & Track Material Properties (Stiffness) Population (Small to Large)
Seat Travel Windows Seat Shape: Centerline & Wings Joint Angles (Comfort)
Mirror & Headliner Adjustable Head Restraint & Lumbar Seat Support (Biomechanics)
Accelerator Meat-to-Metal & Manufacturability Controls: Reach
Steering Wheel Frame: Size, Adjusters & Recliners Vision: Line of Sight
142 Variables 440 Variables 268 Variables
ERL Patents: US #6,840,125, US#7,047,831, US#7,347,114,
US# 7,797,138, EU #1019693 & Patents Pending
70

71. Controls Package Seat Driver & Passengers
Design Position & Track Material Properties (Stiffness) Population (Small to Large)
Seat Travel Windows Seat Shape: Centerline & Wings Joint Angles (Comfort)
Mirror & Headliner Adjustable Head Restraint & Lumbar Seat Support (Biomechanics)
Accelerator Meat-to-Metal & Manufacturability Controls: Reach
Steering Wheel Frame: Size, Adjusters & Recliners Vision: Line of Sight
142 Variables 440 Variables 268 Variables
ERL Patents: US #6,840,125, US#7,047,831, US#7,347,114,
US# 7,797,138, EU #1019693 & Patents Pending
71

72. Controls Package Seat Driver & Passengers
Design Position & Track Material Properties (Stiffness) Population (Small to Large)
Seat Travel Windows Seat Shape: Centerline & Wings Joint Angles (Comfort)
Mirror & Headliner Adjustable Head Restraint & Lumbar Seat Support (Biomechanics)
Accelerator Meat-to-Metal & Manufacturability Controls: Reach
Steering Wheel Frame: Size, Adjusters & Recliners Vision: Line of Sight
142 Variables 440 Variables 268 Variables
ERL Patents: US #6,840,125, US#7,047,831, US#7,347,114,
US# 7,797,138, EU #1019693 & Patents Pending
72

73. Controls Package Seat Driver & Passengers
Design Position & Track Material Properties (Stiffness) Population (Small to Large)
Seat Travel Windows Seat Shape: Centerline & Wings Joint Angles (Comfort)
Mirror & Headliner Adjustable Head Restraint & Lumbar Seat Support (Biomechanics)
Accelerator Meat-to-Metal & Manufacturability Controls: Reach
Steering Wheel Frame: Size, Adjusters & Recliners Vision: Line of Sight
142 Variables 440 Variables 268 Variables
ERL Patents: US #6,840,125, US#7,047,831, US#7,347,114,
US# 7,797,138, EU #1019693 & Patents Pending
73

74. Since the iterative
process works and
is used by all
manufacturers,
why change?
74

75. Months faster time-to-market.
75

76. Months faster time-to-market.
Design one seat in each vehicle for all drivers to
feel “totally right.”
76

77. Months faster time-to-market.
Design one seat in each vehicle for all drivers to
feel “totally right.”
Engineers and designers collaborate with
objective and verifiable math data.
77

78. Months faster time-to-market.
Design one seat in each vehicle for all drivers to
feel “totally right.”
Engineers and designers collaborate with
objective and verifiable math data.
Tools retain lessons learned for engineers and
designers at OEM and Supplier.
78

79. Supplier’s Seat
OEM’s Car
ERL’s Virtual Seat Design
brings them together!
ERL Patents: US
#6,840,125, US#7,047,831, US#7,347,114, US# 79
7,797,138, EU #1019693 & Patents Pending

80. Thanks for
your time!
Comments & Inquiries Appreciated.
reynolds@erlllc.com
80